Mothers Against Vaping appeals to Health Minister to curb the latest dangerous teen addiction – nicotine pouches

Representation also sent to the Central Drugs Standard Control Organization
Urgent appeal to ban nicotine pouches and gums – the next new-age gateway threat
Licensed pharmaceutical companies used as a front to sell nicotine pouches in India
MNC Tobacco Companies are allegedly commissioning research and manipulating policies in other countries
Experts warn of grave mental and physical risks to teenagers and youth

New Delhi, July 29, 2025 – Mothers Against Vaping, a united front of concerned mothers combatting the promotion of New-Age Tobacco Devices, has appealed to the Ministry of Health to impose an immediate ban on nicotine pouches and gums. The group has urged the government for urgent regulatory action to curb what it describes as a fast-emerging and dangerous addiction trend among teenagers.

In formal representations sent to both the Union Health Minister and the Central Drugs Standard Control Organization (CDSCO), the group has flagged nicotine pouches as the potential “next gateway” product targeting youth, just like vapes and e-cigarettes. These pouches are allegedly being falsely marketed by global tobacco interests as a “safer alternative” to smoking, a narrative that has already misled many young people.

The group has also raised alarm over a troubling development: multinational tobacco corporations are allegedly using front companies, including licensed pharmaceutical firms, to gain backdoor access to the Indian market. One such company, among others, has recently acquired an Indian pharmaceutical and nutraceutical firm and applied for a drug license to introduce nicotine pouches. This acquisition was made solely to bypass existing tobacco control laws and mislead vigilant regulators.

The large global tobacco companies are alleged for actively commissioning research and manipulating policies to promote their new-age electronic nicotine products. Mothers Against Vaping had earlier released a white paper titled – ‘Please Stop This.’ The white paper brought to light how MNC big tobacco companies are alleged for running a propaganda campaign to undermine regulatory efforts and frameworks in many foreign countries. For instance, Japan has been made into a playground for making vapes and HNBs (heat-not-burn devices) a success.

According to several reports, the white paper revealed that a consultancy firm called FTI Innovations (FTI-I) between 2015 and 2019 was alleged for paying $300,000 annually by MNC Big Tobacco to influence and publish scientific research at Tokyo University to misleadingly suggest that HNBs could benefit Japan’s economy. Endorsed by a prestigious academic institution, these studies were then strategically presented to Japan’s Ministry of Finance to influence tax negotiations in favor of the industry.

According to the World Health Organization (WHO), the global MNC tobacco industry profits from destroying health and is using these newer products to get a seat at the policy-making table with governments to lobby against health policies.

Given the urgency of the situation and the aggressive attempt by manufacturers to quickly create a market for children and teenagers, Mothers Against Vaping have in their representations requested the government to:

First, launch a thorough investigation into the antecedents of the pharmaceutical companies applying for licenses to market nicotine pouches in India, and stop them if they are owned or funded by tobacco companies whose only design is to grow the market for nicotine products in India. The government has to carefully study the intent of various lobbying effort to indirectly or directly promote these new-age gateway devices.
Second, they have urged for a complete ban on nicotine pouches and gum products, including flavored nicotine variants irrespective of nicotine content. These products are clearly designed to attract children and young adults through appealing flavors and deceptive marketing, thereby normalizing nicotine use in a new generation.
Third, Mothers Against Vaping has asked the government to launch a nationwide awareness campaign to educate people—particularly non-smokers and youth—about the health risks and addictive potential of nicotine pouches and gums, making it clear that these products are not safe for recreational use.

According to the Subject Expert Committee (SEC – Neurology & Psychiatry) meeting minutes on the Indian drug regulator’s Central Drugs Standard Control Organisation (CDSCO) website, proposals from firms such as Fertin India Private Ltd., Lyrus Lifesciences Private Ltd., Leaf Fibre Private Ltd., and Harsh Nutricare Private Ltd. to introduce nicotine pouches are under active discussion.

In India, the government already permits the sale of medically regulated NRT products—such as nicotine gums, lozenges, strips, and patches. Under the current provisions of Schedule K of the Drugs Rules, 1945, nicotine gums containing up to 2 mg of nicotine are exempt from requiring a sales licence or a prescription from a registered medical practitioner. This regulatory loophole is enabling such products to be sold over the counter without oversight or restriction, creating a pathway for potentially harmful nicotine products to enter the market unchecked.

The nicotine pouches offer a new and novel method to deliver the toxic and addictive substance. These small packets contain nicotine powder or salts, and most of them contain 1.5 to 8 milligrams of nicotine. However, some can contain as much as 50 milligrams per pouch, which is equivalent to smoking eight cigarettes. They are colourless and odourless, and users can keep them hidden between their lips and gums, which makes it difficult for teachers and parents to detect their usage among children. Also, they don’t require spitting, making them further easy to use undetected, unlike traditional smokeless tobacco.

On this new trend, Dr. Bhavna Barmi, Clinical Psychologist and Founder, Happiness Studio, and Member Mothers Against Vaping said, “It is a matter of high alarm that manufacturers of nicotine pouches are actively targeting impressionable teenagers through calculated marketing strategies. These companies are using sleek, modern packaging, colourful branding, and flavours like mint, fruit and bubble-gum to make nicotine seem fun and harmless. These subtle but powerful psychological cues make teenagers perceive nicotine pouches as a trendy lifestyle accessory and are lured into trying them out, leading to addiction. Teenagers are drawn to using them without understanding the risk, and once hooked, many may experience long-term impacts on mood regulation, impulse control, and cognitive function.”

Health experts warn that nicotine pouches represent a hidden danger, sabotaging the efforts of parents to keep their children nicotine-free. Apart from mental health, early exposure to nicotine of this kind and other chemicals in the powder can inflict serious damage on a child’s physical health.

Dr. Rajesh Gupta, Director of Pulmonology at Fortis Hospital, and Member Mothers Against Vaping said, “These products are often marketed as ‘smokeless’ or ‘tobacco-free’, but that doesn’t make them harmless. It should be highlighted that nicotine itself is a powerful chemical that can cause real, lasting damage, especially in developing bodies. There are many studies that have shown that nicotine alters brain development, and in teens it can cause elevated heart rates, high blood pressure, frequent headaches, nausea, and even early signs of cardiovascular strain. Nicotine can also impair immune function and disrupt sleep cycles, both of which are essential for healthy adolescent growth and development. Teens are being misled into thinking these pouches are safe or ‘clean’ alternatives when in reality they are exposing themselves to a highly addictive substance that harms their bodies in multiple ways.”

“We need stronger public health messaging and regulatory oversight to push back against this deceptive narrative. Our youth deserve honest information, not marketing tactics that put their long-term health at risk,” he added.

According to the World Health Organisation (WHO), nicotine pouches deliver enough nicotine to sustain addiction. These pouches are available in appealing flavours and are designed for discreet use. WHO recommends banning nicotine pouches, and, in response, 26 countries have banned them, including Australia, Argentina, Belgium, Germany, Hong Kong, Japan, Norway, Singapore and Russia.

Alarmingly, a study published in JAMA Network Open highlighted a sharp increase in nicotine pouch usage among high school students in the United States from 2023 to 2024. The study revealed that lifetime use, past-year use, and past-month use of nicotine pouches all increased significantly. This trend occurred even as e-cigarette usage remained stable or declined.